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Read that again.The
very first sighting of the playful, “self-roasting” Uling Roasters tagline at
the Los Baños, Laguna outlet. Photo lifted from WhenInManila official Facebook
page.
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When it comes to making attention-grabbing business names, trust Filipinos—with their wit and ingenuity—to come up with often humorous store labels. But in the curious case of Uling Roasters, it was their intriguing, honest-to-goodness tagline that attracted consumers to try out their charcoal-grilled offerings.
Di “raw” masyadongmasarap, peropwedena
First featured on an Uling Roasters store in
Los Baños, Laguna, the confusing and“honest”one-liner quickly caught the
attention of passersby, including local blog site WhenInManila, which shared a
snapshot of the store sign on its Facebook page. It spread like wildfire in the
internet, creating buzz and conversations fueled by positive testimonials from
loyal customers. A similar photo was also shared in the “Narinigkosa UP”
Facebook page.
Going
against the grain
The initial tagline idea was the brainchild
of Ronald Mascariñas, president of Bounty Agro Ventures Inc. which operates
Uling Roasters’171outlets nationwide. “We wanted to produce something that
could be talked about and go viral so we went against the grain,” said
Mascariñas.“Everybody else claim they’re ‘masarap’
and number one, but that’s not entirely true. Thus, we went ahead with an
honest-to-goodness statement, triggering curiosity for people to try our
products so they can truly judge them on their own.”
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As
part of the revamping of Uling Roasters stores, theMiag-ao branch in Iloilo
City recently reopened, sporting its now famous tagline.
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Plans are currently underway to renovate
existing stores to reflect the new look and tagline.
Uling Roasters offers charcoal roasted
chicken and meat products for off-premise consumption. Aside from its tagline,
the store is equally famous among patrons for its litsonmanok in Inasalflavour and its unique anghang-asim house specialty, Uling
Roasters Special. Other products include PritsongManok and InihawnaLiempo.
About
Uling Roasters LitsonManok
Owned and operated by
Bounty Agro Ventures, Inc. (BAVI), Uling Roastersoffercharcoal-roasted chicken
and processed meats for take-out.
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